The percentage of customers who make more than one purchase from your brand within a given period.
Repeat Purchase Rate = Customers with 2+ orders / Total customers × 100. Healthy D2C repeat purchase rate: 25-35% within 90 days of first order, 40-50% within 12 months. Below 25% at 90 days indicates product satisfaction, post-purchase experience, or communication issues. Improving repeat purchase rate from 25% to 35% typically increases annual revenue by 15-25% with zero additional ad spend.
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